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A place, Paris, a date, 1968, and a Denim
collection. That's how the story of the Sisley brand started, a brand
that, year after year, has continued to offer a revolutionary way of
dressing compared with the standards of the time, in perfect tune with
the most avant-garde trends of the present and aimed exclusively at the
young. The encounter with Benetton occurred in 1974, when the Group,
perceiving the potential, bought exclusive rights to use the name, but
it was not until 1985 that Sisley took on its own personality within
the Group. An independent creative and sales staff organisation was set
up; a new image was born in terms of points of sale, product and
advertising. 1996 marked another important stage in Sisley's history:
the logo was changed from the gold-burgundy emblem that made the brand
famous throughout the world, to a more elegant and refined logo, a
white inscription on a black background.
Every season, Sisley
launches men and women's collections whose basic objective is to be
always on the same wavelength as those who follow fashion and keep
themselves abreast of the trendiest tendencies. The collections, in
fact, include sporty and casual wear, formal and elegant dresses -
therefore an all-round offering for every moment of the day and for
various needs- which interpret future trends, take in fashion crazes
from all parts of the globe and leaves matching to individual tastes.
Extremely up-to-date collections right down to details, to accessories,
colours and to fabrics, which are combined to a refined style, with no
overstatements. In 1989 Sisley 999 was introduced, a striking
collection devoted to the under twelve.
With 1100 points of
sale throughout the world, Sisley represents an unmistakable fashion
presence in the clothing world, and a recognisable way of dressing.
Part of this uniqueness is due to the creativity of the design team, a
true workshop of imagination and innovation. Sisley designers are
attentive to what is fashionable or will be fashionable tomorrow. They
are receptive to the stimuli communicated by top world fashion
designers and are sensitive to the phenomena that attract the younger
generations. Yet creativity and imagination do not exclude precise
commercial choices aimed at achieving an excellent quality-price
relationship, which means continuous research and development in the
textile sector and in new technologies applied in it.
Another
indisputable factor for the success of the brand throughout the world
is its advertising campaigns. It is well known how much emphasis is
placed on communication within the Group, to convey a promotional
message whose objective is not only to sell a product. Also it aims at
creating an image and a life style differentiate certain individuals
from the crowd. It could not be otherwise, not even for Sisley, even
though the latter has chosen a different strategic approach. No
controversial campaign with a moral tone and social criticism, as those
of Benetton. Rather, they create a possible reality, a fiction which
customers dream about, but one in which they can identify and recognise
themselves.
That's how the Sisley Travellers' Diary was
created which, over the years, is evolving in terms of settings,
contents and aesthetics. From adventurous destinations such as Canada,
New Zealand, Morocco and Brazil to metropolis such as New York, Los
Angeles, London and Venice and to more intimate and inward journeys, in
which the setting offer the opportunity to talk about feelings,
fantasies or even just moments of normal life. From the first and
unforgettable Sisley Diaries, based on the UP SIDE DOWN concept - i.e.
printed upside down on the back cover and often also on the last two or
three pages of the magazine- to the truly independent books, which have
now become collectors' items, some featuring brief, jotted travel
notes. Others had no text to hint, to imagine or give an insight into
the private lives of the players. |
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